Unstoppable Fandom: The Phenomenon of Virtual K-pop Bands

In their newest single "DTDTGMGN," South Korean band Eternity showcases their impeccable dance skills as they groove to a catchy bubblegum pop rhythm in a neon pink room adorned with school uniforms and celebrity posters. The fast-paced camera angles and dynamic scene transitions exemplify the signature style of the K-pop genre, which has taken the world by storm in recent times.

As the music fills the air, one member serenades, "Embrace me closely, find solace on my shoulder."

However, fans of the group are unable to do either of those things in terms of physical interaction, as none of Eternity's 11 bandmates actually exist in reality.

Created using AI technology, Eternity is a cutting-edge South Korean phenomenon that blurs the line between real and virtual entertainment. Pulse9, the group's creator and management company, firmly believes that computer-generated stars possess a unique advantage over their real-life counterparts.

Like many popular K-pop groups, Eternitys consists of a group leader, vocalists, rappers, and dancers. However, Zae-in stands out among the members as a multi-talented individual. According to Park Ji-eun, CEO of the company, "Zae-in possesses a unique combination of skills that most human artists would find challenging to master. She excels in singing, rapping, and even showcases her creativity as a fashion designer. Additionally, she effortlessly shines as a natural-born actress."

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Are AI-powered virtual bands the future of K-pop?

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Utilizing real-time face-swapping technology and an AI-generated voice, Zae-in is portrayed by a diverse group of 10 individuals, ranging from actors to singers and dancers. These talented individuals lend their skills to her virtual persona as required. An Instagram video showcases Zae-in effortlessly gliding on a longboard alongside Seoul's Han River. To capture this footage, the creators enlisted a stand-in whose face was subsequently replaced with Zae-in's.

"During a Zoom interview with CNN, the virtual star, portrayed by an actor, discussed the different personas of Zae-in - the pop music Zae-in, actress Zae-in, and reporter Zae-in. Pulse9, the company behind this virtual star, claimed that their AI software can reproduce Zae-in's voice and generate speech without any human involvement. The virtual star further emphasized their unique advantage, which lies in their ability to accomplish what an individual cannot. She humorously mentioned that the only task they cannot perform is signing autographs, her eyes beaming with a smile."

South Korea's virtual influencers, such as Lil Miquela and Rozy, have become immensely popular in the realms of fashion and music, thanks to the utilization of real-time face-swapping and early stages of "deepfake" technology. These virtual personalities are admired for their eternal youth, beauty, and lack of involvement in any controversies.

How they were made

The team at Pulse9 initiated the process of bringing immortality to existence by crafting the appearances of its members. The Parks team created 101 distinct digital faces, drawing inspiration from well-known Korean celebrities. These faces were then categorized into four groups: "sexy," "cute," "intelligent," and "innocent." Eventually, after conducting an online poll, the selection was narrowed down to 11 faces.

Next, utilizing advanced deepfake and motion capture technology, Pulse9 produced the band's inaugural music video (accompanying the song ironically titled "Im Real") in 2021. The response to the video was varied. Numerous users on social media expressed that the facial expressions of the band members appeared unnatural and detached from their bodies. Additionally, some viewers mentioned experiencing the unsettling sensation known as the "uncanny valley," where human-like entities provoke discomfort due to their lack of authenticity.

But five months later, when Pulse9 unveiled Eternity's latest music video titled "No Filter," fans were quick to point out that the group bore an uncanny resemblance to the actual band. "I'm amazed by their authenticity in both vocals and visuals, even more so than their debut track," read the top comment on YouTube, garnering the most likes.

The 11-member group Eternity was created by South Korean music management company, Pulse9.

Pulse9

"DTDTGMGN," which was released in October of last year, marked a significant advancement in quality. According to Park, until last year, only the performer's face could be created virtually, but now, thanks to AI technology, we can generate complete full-body images. Additionally, the song "No Filter" was also created using AI, although humans later edited it and wrote the lyrics.

SM Entertainment, the agency responsible for K-pop sensations like Super Junior, Girls Generation, and Exo, has also been exploring the possibilities of AI. In 2020, the company introduced Aespa, a group consisting of four human artists and their virtual counterparts. Following the launch of the band, SM's founder Lee Soo-man proclaimed that the future of entertainment lies in the fusion of "celebrity and robot."

K-pop sensation NewJeans swiftly rose to fame in the fashion world.

Meanwhile, Hybe, the management company behind BTS, employed AI technology to enhance a singer's enunciation and vocal range. The result? They successfully launched a song across six different languages: Korean, English, Spanish, Chinese, Japanese, and Vietnamese.

And this year, a virtual girl group called MAVE was introduced by Metaverse Entertainment, an agency that was created by video game publisher Netmarble and Kakao Entertainment, the parent company of SM Entertainment. Unlike Eternity, which utilizes simple face swaps, MAVE consists of four members that were completely created using computer-generated imagery (CGI).

Members of K-pop quartet MAVE can sing, dance and speak multiple languagesall with the help of AI.

Metaverse Entertainment

Metaverse Entertainment utilized AI technology to create facial features by blending the most desirable characteristics and hairstyles. Four definitive characters were formed as a result. Additionally, the company applied motion capture technology to capture real-life K-pop performances, which were then animated by a deep learning program for music videos. Kang Sung-ku, the chief technical officer of Metaverse Entertainment, stated that the vocals of the group incorporate both human and AI-generated elements. The aim is to develop virtual beings that are genuinely convincing, Sung-ku shared with CNN.

The music video for MAVEs first single, "Pandora," has already racked up 25 million views on YouTube since its release in January.

The future of K-pop?

Virtual popstars have the potential to engage with their fanbases more effectively compared to human popstars. The development of AI language programs could enable fans to communicate and develop personal relationships with their favorite idols. Kang mentioned that these AI creations will have the ability to remember past conversations and build upon them. He drew a parallel between his firm's AI and Siri, the virtual assistant on iPhones, in terms of their capacity to remember and interact based on personal information.

Metaverse Entertainment is already conducting experiments through apps that enable users to interact directly with MAVE. The band members are proficient in Korean, English, French, and Indonesian, showcasing their targeted fanbases and markets; however, they have the potential to communicate in various other languages.

According to Kang, "There are certain things I am unable to share, even with my closest friends, but perhaps I could confide in a personalized AI that would provide comfort and support. I believe it would benefit everyone."

Eternity's Zae-in told CNN that virtual stars' "unique advantage" is that they "can do what one person cannot."

The development could definitely benefit companies like Kangs. The K-pop industry relies heavily on a rigorous trainee system, where aspiring individuals are shaped from a young age, frequently investing years and significant funds into dance and music classes before making their debut. (As reported by the Wall Street Journal, SM Entertainment spent around $3 million in 2007 to launch Girls Generation.) Agencies need to invest in training, studio space, styling, and occasionally even cosmetic procedures for potential band members - expenses that are not necessary for virtual talents.

In addition, AI-generated pop stars will not experience illness, aging, or involvement in contract disputes or tabloid controversies. However, Kang admitted that it is unlikely for major agencies to replace their real-life bands in the near future, considering the negative reaction from certain factions of the K-pop fan base. Get acquainted with the K-pop stars venturing into the art world.

Kang stated that the criticism revolved around the idea of replacing current idols with virtual ones, as people were concerned that the current idols might lose their jobs. Kang added that there will always be fans who prefer human artists. Park, the creator of Eternity, agreed with this sentiment and compared the emergence of AI to the invention of photography in the 19th century. As many painters were initially afraid of this new technology, he believes that BTS will never fear virtual idols, considering them to be simply new content.